Content marketing has been pretty mainstream for several years now but from the content that many websites have been putting up on their blogs have left much to be desired.
Google (and other search engines) have stated repeatedly of their preference of high quality, original content over the more typical content farm posts. So, what defines high quality?
It's best to look at an example. Look at this blog post from Ex Aurum Jewelry about the history of the famous Golconda region in India. Once the best diamond producing region in the world, Golconda's diamond mines have long-since been emptied, but the mystique lives on.
It is a well-researched fact that longer articles gain more traction with Google than short articles. Here, Ex Aurum published an article that is about 2,500 words long ... far longer than most articles that companies publish. In addition, the article is packed with so many facts and anecdotes that it will most likely be viewed by Google as authoritative and unique.
Thursday, December 3, 2015
Custom Jewelry Work as Differentiation
Custom Jewelry Work as Differentiation
The jewelry industry is very competitive and most jewelry stores struggle to compete with the big industry players like Tiffany and Blue Nile. The worst way to compete (and perhaps the most common) is to lower prices in order to entice clients to buy from them instead of the competition. Unfortunately, such a race to the bottom hurts everyone in an industry in the long run, as clients get accustomed to lower prices and margins get squeezed.
One of the better ways to differentiate among competitors is to offer custom jewelry at wholesale prices. One such example is that of Bijoux Ex Aurum in Montreal.
This jeweler has been in business for nearly 30 years and has been able to thrive with minimal advertising in a saturated market. One of the keys to their success has been to offer custom engagement rings (bagues de fiancailles, as they are known in Quebec) to their customers. Not only have they built up an enviable clientele of fans who eagerly refer them to friends and colleagues but they have also managed to build a roster of other jewelers who send them a steady stream of work, taking advantage of their jewelry services. This jeweler of other jewelers does work for some of the largest jewelers in Canada.
While most jewelers don't have the skill, equipment, or expertise to be able to offer custom jewelry to both retail and business clients, Ex Aurum has managed to do exactly that. Their specialized staff of jewelry designers and jewelers are able to handle the volume easily while keeping their level of quality extremely high.
The jewelry industry is very competitive and most jewelry stores struggle to compete with the big industry players like Tiffany and Blue Nile. The worst way to compete (and perhaps the most common) is to lower prices in order to entice clients to buy from them instead of the competition. Unfortunately, such a race to the bottom hurts everyone in an industry in the long run, as clients get accustomed to lower prices and margins get squeezed.
One of the better ways to differentiate among competitors is to offer custom jewelry at wholesale prices. One such example is that of Bijoux Ex Aurum in Montreal.
This jeweler has been in business for nearly 30 years and has been able to thrive with minimal advertising in a saturated market. One of the keys to their success has been to offer custom engagement rings (bagues de fiancailles, as they are known in Quebec) to their customers. Not only have they built up an enviable clientele of fans who eagerly refer them to friends and colleagues but they have also managed to build a roster of other jewelers who send them a steady stream of work, taking advantage of their jewelry services. This jeweler of other jewelers does work for some of the largest jewelers in Canada.
While most jewelers don't have the skill, equipment, or expertise to be able to offer custom jewelry to both retail and business clients, Ex Aurum has managed to do exactly that. Their specialized staff of jewelry designers and jewelers are able to handle the volume easily while keeping their level of quality extremely high.
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